Experiential Marketing

Lecture 1
The Launch

10th of January, 2009

The Launch
• A course being
offered for the first
time?
• A chill class?
• Another bloody
elective?
• Platform for thinking,
being, doing, living;
different!
 The Necessary Interruption
Rules:
 This class is like a ship; All sail together; All sink together
 Late comers are not entertained. They may join after taking permission
after the break
 Cell phones MUST be powered OFF
 Application need to be given in advance in case of leave/late submission
of application will result in being marked absent
 There are no stupid questions in this class- Ask as many as you like and
prove otherwise
 Mockery on someone’s mistake is one mark deducted from class behavior
 Try not to make mistakes, if you make one it should be different the next
time
 Talking amongst students during the lecture is highly unadvisable resulting
in being asked to leave for disrupting the peace
 Say one thing
 Be radical but be relevant
 Good is the enemy of great; Remember That!
 Godspeed and Good luck to you all!
Introduction
• Adnan Shekhani
• SZABIST Grad
SZABIST
• Ad-man by profession
• Crazy by nature
 Introduction
• Name
• Working? Where
• Personal aspirations
• Expectations from this
course
• Career path
 The Evolution
• There used to be the days when the mediums
of communication were TV, Print, Radio and
Outdoor
• Then there was BTL
• BTL improvised into Activation
• Activation passed the torch to Brand
Experience
• Brand experiences are produced by
Experiential Marketing companies and
individuals
 Media Agency

PR Agency Experiential Marketing Agency

Advertising Agency Digital Agency

Communication Industry
The Need
Businesses will live or
die not by the
attributes they
promise but by the
brand experiences
and value they offer
customers at every
touch point
What is Experiential Marketing?
Experiential marketing is
the process that taps all
the senses (sight,
hearing, taste, smell,
movement, linguistic
etc.) at the same time in
order to impart a
profound
communications
experience to a targeted
audience
 What is Experiential Marketing?
“Experiential marketing is used to tell the
story that is difficult to communicate in
traditional advertising. Events and activities
are planned to allow interaction between
prospects and the sales teams and these
events and activities are designed to create
and experience that will tell that story.”
--EMF
 What does it do?
• Experiential marketing attempts to connect consumers with brands
in personally relevant and memorable ways. The alternative term
customer-experience marketing emphasizes the idea of
communicating the essence of a brand through a personalized
experience.
• As a marketing methodology, experiential marketing aims to move
beyond the traditional "features-and-benefits" marketing, cast to a
wide audience that includes not only those who may benefit from a
brand or product, but also those who would not benefit at all. (As a
result of such traditional marketing, people avoid messages
whenever possible and by any means possible i.e. pop-up blockers,
and DVRs (such as TiVo) to avoid exposure to commercials.) In
contrast, experiential marketing presents an experience that
people choose to attend to and participate in after identifying the
relevance of a brand or product to their needs.
 So Brand Experiences are?
• Focused
• Cost effective
• Engaging
• Memorable
• Relevant
• ??
• ??
Where Do We Target The Consumer?
• Touch Points
‘Touch points’ refer to all of
the various contacts
consumers have with a brand.

Many of these are in our direct

control and include marketing
materials, advertising,
promotions, or known
interactions with the brand
and its company
Some interactions are beyond
marketers' control and occur
during shopping and brand use
Some occur when the customer interacts directly with the
brand's company. Some occur when talking with friends or
watching news broadcasts. Some occur when customer
needs aren't being met. All of these interactions – both
conscious and unconscious – contribute to people's beliefs
and feelings about a brand. Effective touch points and all of
the various interactions customers have with the brand
contribute to the creation and maintenance of a relationship
with the brand
Touch points
Bookstores
Toy shops
Bus Stops
Parks
Shopping
Spots

Transitional Consumer Recreational

Spots
Spots
Railway Stations Beach

Sports Spots
Relevant
Consumption
Spots

Dhabba
Street cricket
The Scope
Examples
 Experience
• 15 bus shelters
• Cold winters in
Chicago
• By?
• Cold, provided by
winter. Warmth,
provided by Stove
Top
What is this?
 Difficult Issues-Creatively Executed

Would you run a TVC for this issue?

How many of you know about AXE
dirtiest film ever?
he Idea in 3D
The Arrival
The Hospitality
Down to business
Ready for Action
The Excitement Building
Interactivity
The Challenge!
The Winner
Off to another experience
Movie on Wheels
Making records
Sunsilk Frizz Free!!
Stop squinting. Class has ended. Thank you